Changing of the Sales and Marketing Funnel in the New Age of Business Buyers

A few weeks ago I read a Blog article [How the Marketing Funnel Works From Top to Bottom, by Rebecca Lee White with TrackMavern] describing the changing dynamic of the technology sales and marketing funnel, shifting responsibility about 80% of the funnel to marketing. The essential argument was that overall responsibility for the funnel now rests on marketing’s lap. I tend to agree and don’t know many marketing executives that would say otherwise. The point that often gets overlooked in these sorts of discussions is that sales responsibilities have undergone corresponding changes with the times as well. Ten years ago, the buying process was fundamentally different. The CIO received a budget and was left to make use his or her best judgment to direct technology purchases for […]

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